CART ABANDONMENT SERIES PART 2: DATA-DRIVEN REMARKETING
It’s important to remember that cart abandonment does not equate to disinterest. As we discussed in Part One of our cart abandonment series, the act of placing items in one’s cart does indicate reasonable intent to purchase, regardless of final outcome.
Tip #2: Data-Driven Remarketing
Even if a customer chooses to navigate away from your website and leave their shopping cart behind, marketers should leverage that customer’s initial purchase intent to remind them of what’s waiting for them. It’s important at this stage to be as specific as possible with each customer based on the data you have available. For example, an email with the subject line “Items Waiting in Cart” is less likely to inspire a purchase than an email with a personalized subject line such as, “Chris, what about those shoes you wanted?”
Relevance in remarketing is key, but frequency is also important in these follow-up communications. A highly relevant message will fall flat if it’s only delivered once and then gets lost in the shuffle. Leverage your customer data on open rates and the way different customer segments prefer to view content, then plan your remarketing strategy around those timing and delivery preferences.
Similarly, paid media should also be highly personalized. For example, IgnitionOne’s Display solution, based on a customer’s real-time behavior and intent to purchase, is one way to enhance campaign results, particularly with cart abandoners. The ability to deliver hyper-targeted messages to your most engaged customers across your most effective channels ensures that you get the most of your campaign.
The same approach can be applied to Search, so marketers can get more out of RLSA campaigns. Rather than waste time and budget on customers who are unlikely to convert, you can bid with confidence knowing that your ads will only appear to engaged customers who might just need one last push to return to your site and complete the purchase they initially abandoned.
In Part Three of this series, we’ll discuss that push—i.e., the various ways marketers can incentivize customers to complete a desired action.